Toyota plans to promote its new small car, the Yaris, with 10-second commercials in programs beamed to mobile phones in the United States.
Fox Entertainment calls the programs Mobisodes, a combination of mobile and episode. Fox plans to broadcast to video-capable cell phones two-minute snippets of programming related to its "Prison Break" TV show. The commercials for the Yaris and other Toyota vehicles will precede the snippet. "Prison Break" and the Yaris are both being pitched to twentysomething consumers.
Toyota Motor Sales U.S.A. Inc. is the first company to sponsor Mobisodes, a Toyota spokesman said. Twenty-six "Prison Break" Mobisodes will be broadcast, as many as four a week, starting today, April 24. The Yaris replaced the Echo in Toyota's lineup this month.